Why Pricing Is a Crucial Yet Overlooked Aspect of Business Success

9 min readMay 15
Photo by Angèle Kamp on Unsplash

Imagine a world where every pricing decision was as easy as choosing between a $5 footlong and a $6 cappuccino. Alas, in the business world, pricing strategy is less about a coin toss and more about a complex game of 4D chess. Let’s face it, pricing gets a bad rap. It’s often viewed as the boogeyman of the business world, lurking in the shadows, whispered about in hushed tones, and generally misunderstood.

Enter the protagonist of our story: the humble price tag. A symbol so simple, yet so profound that it can make or break an empire. Remember when Apple introduced the iPhone? Sure, the tech was revolutionary, but the $499 price tag sent ripples through the market. That little number didn’t just cover costs or carve out profit, it said, “This is the future, and it’s worth every penny.”

So, why is it that pricing, the veritable lifeblood of commerce, often gets relegated to the back burner, left simmering while sexier topics like innovation and marketing bask in the limelight?

Well, dear reader, it’s time to pull back the curtain and spotlight the misunderstood, often overlooked, yet supremely crucial world of pricing. Fasten your seatbelts, because we’re about to embark on a wild ride into the heart of business success. I promise it’ll be worth every penny.

The Misunderstood Art of Pricing

Let’s play a game of myth-busters, shall we? Raise your hand if you’ve ever thought, “Pricing is just about covering costs and ensuring a tidy profit.” Aha! I see those hands going up. Now, let’s go on a myth-debunking journey together.

In reality, pricing is an elusive beast, a Picasso in a world that often prefers paint-by-numbers. It’s not just a matter of calculating costs, adding a margin, and slapping on a price tag. Oh no, it’s more of a high-stakes poker game where you’re playing against a host of competitors, each holding a different hand, and your bet is your price.

Here’s a little secret: the price you set for your product or service isn’t just a number. It’s a message. It tells your customers how much you value your offering, and, by extension, how much they should value it. Price too high, and you risk alienating customers. Price too low, and you could be leaving…


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